As a common rule of thumb, wider ad sizes tend to perform better than tall ads on Google Display Network (GDN). This is because wider ad sizes tend to flow the same way we read, from left to right (at least in English). Therefore, wider ads allow readers to comfortably read more text in a single glance.
To better understand which banner sizes perform most efficiently, it’s important to keep impression share in mind. It’s also vital to remember that limiting the number of banner sizes may cause limited reach of your ad campaigns; having a wide array of banner sizes inevitably drives more traffic.
If you have limited time to create a wide range of banners and just want to focus on the top performing banner sizes, it’s a good idea to start with the following:
- Medium Rectangle: 300×250
- Leaderboard: 728×90
- Wide Skyscraper: 160×600
The medium rectangle is the most served banner size on GDN as it captures a third (33%) of all served ad impressions. Slightly below the medium rectangle is the leaderboard which captures 32% of ad impressions on the GDN. Lastly, the wide skyscraper is the third most popular banner size on the GDN with 13% impression share. These top 3 banner sizes equate to 78% of all ad impressions in the GDN. Therefore, it’s important to remember to include at least the top 3 banner sizes mentioned above in order to dominate most of the ad impression share in the GDN.
For a full list of banner size rankings by impression share, view the article below: